Let’s create smarter business say IBM
New work from agency Ogilvy for IBM says "Let’s create smarter business."
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73% of companies are spending over $1 million annually on AI, and yet 32% of C-suite execs have yet to see significant revenue impact.
Business leaders now find themselves between a rock and a hard place: publicly, they must champion the AI revolution, but privately, many are disillusioned by AI optimism. AI is everywhere, but the promised results are not.
This widening gap, and the pressure business leaders are feeling, is the impetus behind IBM’s brand platform evolution: “Let’s create smarter business.” While many companies are focused on consumer AI applications or individual user productivity, IBM's approach is distinct. IBM is the rare B2B partner using technology to help the entire business become smarter.
Brought to life by the IBM Brand Marketing team and Ogilvy, the new brand campaign debuted during the US Open and is running throughout 2025, including broadcast, digital out-of-home, print, web, social and digital video. Filmed by Adam Heshemi for Reset, the three broadcast ads feature voiceover by seven-time Formula 1 World Champion and Scuderia Ferrari HP driver Lewis Hamilton.
This brand evolution is a strategic refresh for the AI era, evolving from "Let's create" to “Let’s create smarter business.” The campaign also marks the return of iconic IBM brand equities like the blue bars.
